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Food & Drink Trends 2021
Food & Drink Trends 2021
Food & drinks trend 2021
1 © Clarion Communications PR Ltd
Food & Drink Trends 2021
Welcome
Welcome to the 2021 edition of Clarion’s Food and Drink Trends Report.
We have used our expert insight, coupled with the latest reports and industry
happenings to compile our predictions for the year ahead. Unsurprisingly,
many trends have been influenced by the pandemic and the resulting
changes in consumer behaviour.
Due to the limited scope for eating out, many of us are becoming at home
chefs. We will continue to get braver in the kitchen, recreating restaurant
experiences with Michelin-worthy meals and drinks, gourmet food plating
and intricate culinary masterpieces. These visually impactful creations will be
shared across all channels from Insta and TikTok to Pinterest.
From homemade pasta to plant based ‘fish’, preserving and potting to pink
fizz, premiumisation to local provenance – it’s going to be an innovative year
for us all. And as we live with Lockdown #3, wellness, sustainability, comfort
and creativity appear to be regular themes.
Amanda Meyrick, CEO
2 © Clarion Communications PR Ltd
Food & Drink Trends 2021
Contents
4 – 12 Food Trends
13 – 22 Drink Trends
23 About Clarion
3 © Clarion Communications PR Ltd
3 © Clarion Communications PR Ltd
Food & Drink Trends 2021
Creative Breakfasts,
Even On Weekdays
With many continuing
to work from home and
children being home
schooled, more time
and effort will be put in
to making the most of
breakfast. Instead of
commuters grabbing
a cereal bar on the
way to work, time will
be spent on prepping
breakfast sandwiches,
protein-packed pancake
stacks and keto-friendly
egg bites(1) all shared
across social media.
Could the #break-
fastcharcuterie become
the norm?
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Move Over
Sourdough
We are going to be looking
for comfort food as we
live through winter during
the pandemic. It’s time to
move on from sourdough
and banana bread
to…. homemade pasta.
Kitchens could be awash
with gnocchi, ravioli and
linguine. Sales of pasta
attachments will no doubt
surge too! However, it’s
important to note that in
2021 people will be looking
to combine comfort food
with nutrition-conscious and
functional eating(2).
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Food & Drink Trends 2021
Maximalist Charcuterie
We’ve seen “jarcuterie” grow in popularity as a Covid-friendly way to
eat together (when we can). Pinterest predicts that elaborate boards
with unique toppings will continue to rise in popularity throughout
2021. It will no longer be just cured meats and cheeses – we will start
to see colourful breakfast boards, sweet boards, and taco bar-like
Mexican boards(3).
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Food & Drink Trends 2021 Plant-Based Will Thrive The global plant-based meal market is forecast to grow by 28% a year(4). And with 12% of consumers saying Covid has made a vegan diet more appealing and 35% actively trying to reduce their meat intake(5), forecasters predict new innovations such as plant-based “fish” are going to be big, as well as high protein leguminous crops such as chickpeas, yellow split peas, lentils and millet. There will continue to be innovation around this style of eating as it feeds into other important issues such as sustainability and overall health. 7 © Clarion Communications PR Ltd
Food & Drink Trends 2021
Influences From
Other Countries
British food culture continues to be inspired by other countries, despite the
curtailment of travel. TikTok has enabled creators from all over the world to
share what they’re cooking up in the kitchen and in 2021, the Olympics is
set to inspire ‘Japanorama’.
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Sustainable Cooking,
Sustainable Eating
Concern for the environment is Brits’ 3rd greatest concern after only Brexit
and health(6) and 66% trust more sustainable brands(7).
Verterra, a leader in sustainable packaging, has introduced to-go containers
made from balsa sourced from tree stumps(8). Zuni Cafe, an independent
restaurant in San Francisco, recently transitioned to stainless steel boxes and
bowls fitted with silicone lids for all its off-premise orders(8). Now that more of
us are cooking at home, many more are growing aware of food waste and
will look to upcycle products as well as making dishes that use neglected or
underused parts of an ingredient to reduce food waste(9).
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Flavour
Things Up
One global food and restaurant consultancy predicts that as people
look to “shop locally but eat globally,” they will be searching for
exotic flavours and ingredients(10) to add more excitement to their
homemade meals. Top of the list for 2021 will be hot honey, which has
seen substantial growth in Yelp review mentions and Pinterest searches
throughout 2020(9), as have sumac, black lime, lavender and dukkah to
name but a few.
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Keeping
It Local
There has been increased
demand for online grocery and
local stores, as well as meal kits
and takeaway/delivery as OOH
and grocery lines blur. Smaller
shops, independents, speciality
stores, farm shops, independent
delis and butchers are doing
phenomenally well and will
continue to do so as consumers
look to shop local where
possible(11).
75% of consumers want to see
more retailers source food
from British farmers. Consumer
appetite for seasonal produce
has been on the up for some
time now and this increased
during lockdown. For example,
sales of British seafood have
tripled over the past six
months(12).
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Jar It Up
Preserving, potting, pickling, fermenting – social media mentions of
preserving and fermenting are up by 28%(12). This trend is set to continue
into 2021 with people showing off their veg patches and allotments and
turning their harvests into jars of pickled cucumbers and more.
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& Drink 2021
Trends 2021
Drink
Trends
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Cheers To
Moderation
Consumers are increasingly
conscious of over-indulging in
alcohol at home and many
will introduce a degree of
moderation, be that lowering
frequency, swapping to lower
ABV drinks or introducing
some no/low solutions to their
product mix. Many of us used
the previous lockdown to drop
our alcohol intake, and 18%
plan to continue trying more
low-alcohol or alcohol-free
drinks or mocktails to reduce
alcohol consumption(12).
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Pretty In Pink
2021 will see the continuation of celebrities launching into or expanding
their stable of wines, champagnes and liqueurs, but the most successful or
impactful have been in the pink, and mostly fizzy in nature. Kylie Minogue
launched her second rosé wine and the Delevingne sisters launched a
high-end prosecco. In January, a British prosecco brand, The Emissary
(creation of founder Ed Smith) will be amongst the first to introduce rosé
prosecco to the U.K. Ed spotted the absence of a clear stand-out premium
brand of Prosecco in the UK market and The Emissary ticks all the current
must-have credentials – it is low in sugar, 100% vegan and created on a
family-run vineyard in Italy using environmentally friendly techniques(10).
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Could Orange
Be The New White?
According to the Soil
Association, organic wine
sales have risen 47% in the
last year with a current
market value of £50m.
With the shift towards
more ‘mindful’ drinking,
consumers (particularly
younger audiences), are
specifically looking for
organic and eco-friendly
wines, as well as beers.
Interest for biodynamic
and minimum intervention
wines will continue to
grow - orange wine has a
long history, having been
made in Georgia for the
past 2,000 years(13). Many
U.K. supermarkets are
increasingly stocking orange
wines, with one leading
supermarket finding that
one aspect of its popularity
among 25-34 year olds is that
they like the way the orange
wine looks when posted on
Instagram(10).
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Trends 2021
2021
Salud
(Cheers In Mexican!)
Native Mexican agave-based spirits, Tequila and Mezcal are
steadily becoming more frequently requested in drinks round ups –
translating into increased demand. A leading supermarket reported
sales of Tequila increased 175% during lockdown(12).
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Sherry Is On
The Rise
Sherry is set to be popular in
2021. Drinkers are rediscovering
the classic or traditional styles
of Manzanilla, Amontillado and
Oloroso. We could be seeing
Martinis with a sherry rinse and
a world of food matching
from salty cured meats to rich,
indulgent desserts(12).
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Cocktail
Shakers At
The Ready
Premium bar ingredients
like homemade bitters,
Maraschino cherries and
infused simple syrups
can elevate the cocktail
experience even more for
those people who are now
experimenting at home.
‘After many months of
mixing accessible cocktails,
“elevated” and “elaborate”
cocktails will be on the rise’,
says Scott Gingerich, senior
vice president of restaurants
and bars for Kimpton Hotels
and Restaurants. At Kimpton
Shinjuku Tokyo, over-the-top
ingredients like lamb
fat-infused gin and dried
mushrooms are attracting
attention(14).
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Embracing New
Packaging
Boxed wine, paper and letterbox bottles
are growing in popularity(15). Alongside wine
in cans, cocktails in post-friendly sachets
and bag in box wines – ingenious solutions
are pushing the boundaries of how people
expect to buy good-quality drinks as well
as tapping into wellness & sustainability
trends. During the 2020 lockdowns, pubs
and bars reverted back to single use plastic
for takeaway pints of beer – however
consumers will be looking for suitable
alternatives going forwards. Some bars and
breweries started serving beer in 2 and 4
pint milk containers to reduce the number of
plastic pint glasses per round(16).
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Outdoor
Toasting
Covid-19 has seen new ‘convenient’ drinking occasions emerge
– such as outdoor meet ups and indoor ‘treat’ occasions. These
are reflected in park-appeal wines (Rosé), rise in RTDs and
canned wines - sales of which have increased by as much as
232%(10). And canned cocktail sales are predicted to surpass
$146 billion by 2030.
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Premiumisation
People may be drinking less, but
they are drinking better quality.
70% of premium brands have
grown their category share
during COVID-19(5). Wine
lovers splashed out on a bit
of luxury as they holidayed
at home with premium wine
upgrades(15). Origin continues
to become more important
too. Premium half bottles
are tapping into this trend
whilst being more affordable
‘treats’ as well as reducing
consumption for those cutting
back on alcohol.
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About
Clarion
Clarion is a WPP owned, full-service PR and
Social agency with offices in London, Glasgow
and Edinburgh. Over three decades, we’ve
created stand out, sales driving campaigns
for over 50 food and drink brands.
Services include press office, product
placement, national and regional media
relations, creative news generation,
experiential, community management,
content creation, influencer marketing, digital
marketing, trade communications, thought
leadership, crisis management and reputation
management.
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Source
Index
1. Instacart.com 9. bhg.com
2. SheKnows.com 10. Forbes.com
3. Pinterest Predicts 2021 11. Specialityfoodmagazine.com
4. FoodNavigator.com 12. Waitrose Food & Drink Report
5. Kantar 13. The Guardian
6. YouGov 14. Winemag.com
7. Euromonitor 15. Sainsbury’s
8. Restaurant Business 16. Beveragedaily.com
24 © Clarion Communications PR LtdFor further information or to chat to Clarion’s Food & Drink team please email Debbie Little,
Business Development Director dlittle@clarioncomms.co.uk or call 07787 550 994
Clarion Communications
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